This year's SouthSounds Music Festival poster features art by Rachel Robinson. (Courtesy of SouthSounds)

“We believe in all of these bands and want to get them in front of the right people.”

In a world of committee-drafted corporate mission statements that often are complex to the point of confusion, these words from Emily Hayes put a nice, tight focus on the purpose of the third annual SouthSounds Music Fest, which will take place April 11-13 in downtown Mobile.

Hayes and her fellow organizers have built a festival that puts an emphasis on developing the intimate relationships between emerging regional bands and grassroots listeners. Aside from a series of free public performances in Cathedral Square, festival shows will take place in a selection of small rooms at Alchemy Tavern (which also will feature comedy), The Haberdasher, The Blind Mule, Moe’s Bar B Que, The Alabama Music Box, Portal Studio, the OK Bicycle Shop and Callaghan’s Irish Social Club. There are no main stages, no fences around the perimeter, no VIP viewing areas (though there are other perks for VIP ticketholders).

In addition to the music, this year’s festival features comedy, trolley service between venues (for VIPs) and panel discussions on the interaction between filmmakers and musicians on what it takes to promote a band in this day and age. (Note: Both panels will involve the author of this article.)

The lineup, as always, puts a heavy emphasis on new Southern music, a phrase that appears repeatedly in the festival’s actual mission statement, which you’ll find on its homepage at www.southsoundsfest.com. While the lineup is heavy on roots-rock and Americana, it includes its share of pop, blues, jazz, funk, “delta psychedelia,” punk and other genres. Opening night at The Blind Mule will be devoted to a quintet of singer-songwriters including local favorites Gregg Fells and Eric Erdman.

See a lot of unfamiliar names there? The festival wants to help you get acquainted. “If you’re a first-timer, I highly suggest you listen to the Spotify playlist, or make friends with the Facebook page,” said Hayes. “We tell about the festival bands every day.”

Hayes also encourages patrons to be open to random surprises: “If a band name intrigues you, go check it out,” she said.

The full performance schedule can be found at www.southsoundsfest.com. General admission weekend passes are $25. VIP wristbands are $75 per person or $120 per pair; VIP perks include entry to all participating venues, access to after-parties with artist meet-and-greet sessions, hospitality areas featuring food and beverages, a festival T-shirt and trolley service between venues. Advance tickets can be ordered through the festival website. General admission wristbands also are available at participating venues, at Mobile Records and at the Fairhope Brewing Co. taproom.

If the festival has a secret, it’s that it’s just as much for the bands as it is for the fans. Part of that official mission statement is “to help new Southern bands form professional connections.” Organizers work to create an environment that encourages bands to stay for the weekend, to hang out with each other, to catch each other’s performances.

“Instead of being just another show for these bands, it’s a nice getaway,” said Hayes. “Bands have told me before … it’s like a band family reunion.”

“They fall in love with Mobile,” she said. “They love to tell people about it. They love to come back.”

This doesn’t necessarily detract from the fan experience. Hayes argues that it strengthens it. Because the band that blows your mind at one set could wind up standing beside you at another.

“I want everybody to be able to have that kind of experience,” Hayes said.